Originally from Quebec, Cordon Bleu is a well-known Canadian brand specializing in canned meals and sauces. Founded in 1933, it offers various prepared beans, sauces, meat spreads, canned soups, and stews. Cordon Bleu is the parent company of brands like Clark, Paris Pâté, and Esta. With new packaging and a redesigned logo created by LG2, the company aims to elevate its brand and increase shelf appeal.
The former logo fell into the same trap as many vintage brands attempting to emulate the style of the 1980s and 1990s. The potential of the original script was undermined by its placement within a generic ribbon form with a subpar gradient. This design choice was likely made to fit the can layout, where the logo was placed on top and separated from the product image by a swoosh.
The new logo adopts a more refined strategy by removing the ribbon and making minor but significant changes to the script mark. The script now has a more streamlined appearance with better spacing between the intricate letter loops, achieved by reducing the weight of the letters. The final “n,” previously awkwardly tied to the “B,” has been shortened for a smoother conclusion, and the pairs “or” and “on” are now better defined. This modification allows the logo to stack into two lines, increasing its adaptability to a can’s small shape. How the “B” fits into the free space created by the “r” is particularly nice. Additionally, the red color of the logo has been replaced with blue, giving it a more upscale appearance and setting it apart from inexpensive soup brands.
The packaging looks more upscale and artisanal, significantly improving over the previous bland and uninspiring design. The new cans don’t aim for luxury but appear much better than the previous ones. The new stacked logo arrangement effectively highlights the new illustrations and stands out without needing extra embellishment. These images, silhouetted on rounded-corner boxes in various hues, have the feel of vintage 1950s magazine ads.
Product descriptions now prominently feature Midnight Sans ST, a bold sans serif for the flavor, and Roca Two, a retro rounded serif for the category (sauce, sauce helper, or ready-to-eat meal). One minor complaint would be the color selections, which sometimes seem unappealing and arbitrary. Nonetheless, the great color distinction helps customers easily identify their favorite can on the shelf. This robust and straightforward labeling system significantly enhances the brand’s visual appeal.
Cordon Bleu’s rebranding and package redesign demonstrate a careful balance between embracing a new look and honoring its history. The redesigned packaging and logo showcase a more refined and unified brand identity, making the company ready to attract loyal followers and new customers searching for high-quality sauces and canned foods. With this new appearance, the company aims to solidify its place in the industry and continue its tradition of offering tasty, affordable meals to families in Quebec and beyond.
